for senior leadership teams in finance or technology who want to drive growth.
Inspiration | Support | Strategic advisory
<aside> <img src="/icons/info-alternate_orange.svg" alt="/icons/info-alternate_orange.svg" width="40px" /> A collection of insights and ideas, updated daily.
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All good marketing begins with a strategy, and a plan to execute it. Without that, you’re just the colouring in department. Your strategy must support the company’s overall business objectives and be outcome-driven. It should be based on sound research and articulate in razor sharp fashion who you’re targeting (what they’re struggling with how you can help), which alternatives they have, why they should choose you, and how you’re going to convey that message to them. This strategy should be as long as it needs to be and as short as you can possibly make it. The executive leadership team needs to understand it and co—own it.
Effective marketing is ultimately about delivering growth - whether that’s measured in new customers, revenue or profit (hint: it should be the latter.) Growth depends on three pillars: having a recognised and trusted brand, ensuring the market knows what you stand for, and generating sustainable demand for your products or services - from new or existing customers (remember that it’s far cheaper to keep an existing customer happy than it is to acquire a new one).
Marketing is unique in depending on a mix of art and science, creativity and analysis, experimentation and best-practice. This means that to implement it successfully, you need to attract and inspire the right people, empower them with the best technology and arm them with proven methodologies.